GENEVA - Switzerland Tourism expects a strong recovery in Chinese visitors to the Alpine nation by the end of 2025 following the COVID-19 pandemic, and new marketing campaigns are focusing on winter sports and individual travel experiences, a senior executive said on Monday.

"We're well on track and expect around 1.2 to 1.3 million overnight stays from Chinese guests to Switzerland this year by the end of 2025," Daniela Chiani, director for Greater China at Switzerland Tourism, told Xinhua in a virtual interview.

Chiani noted that Chinese tourists' travel preferences have evolved since the COVID-19 pandemic, with a marked shift from large group tours to customized and independent travel.

"We have more individual travellers than before the pandemic. Chinese visitors are looking for tailor-made, unique experiences that match their personal interests rather than one-size-fits-all group products," she said.

Switzerland remains one of the top European destinations for Chinese tourists, known for its mountain resorts such as Zermatt and Interlaken, and cities including Lucerne, Geneva and Zurich, according to Chiani.

Headquartered in Zurich, Switzerland Tourism is the national marketing and sales organization promoting the country under the brand concept of "Swissness". The agency operates 36 offices in 22 countries and has been present in China since 1998.

Chiani said several initiatives are underway to strengthen tourism cooperation. "For our winter campaign in 2026, we will invite skiers, key opinion leaders and community heads to Switzerland. In March 2026, we will host our biggest trade event, the 'Switzerland Travel Experience,' in Shenzhen, with around 30 Swiss partners and more than 100 Chinese buyers," she said.

Switzerland Tourism will launch its winter campaign in Shanghai next week, featuring a "Swiss Winter Festival" for around 300 snow sports fans. A special Chinese New Year campaign is also planned for next January, according to Chiani.